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What are gclid, gbraid and wbraid?

gclid, gbraid and wbraid are Google Ads click ids added to ad clicks; they link a later conversion back to the click.

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UPDATED 6 OCTOBER 2026BY THE TRACK ATLAS TEAM

gclid (Google Click Identifier) is the parameter Google Ads auto-tagging adds to ad clicks. gbraid and wbraid are click ids Google uses for some iOS traffic. A server-side Google Ads conversion has to carry one of them to be credited to the click.

Auto-tagging is on by default in new Google Ads accounts. Keep the ids in first-party cookies on landing so the order can still be matched days later.

SOURCES

  1. Google Ads Help: About auto-tagging
  2. Google Ads API: Upload click conversions

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What are gclid, gbraid and wbraid?, TRACK ATLAS